JSM+2017+paper+accepted (1).pdf (244.98 kB)
Strategic B2B customer experience management: the importance of outcomes-based measures
journal contribution
posted on 2017-08-23, 08:49 authored by Judy Zolkiewski, Victoria StoryVictoria Story, Jamie Burton, Paul Chan, Andre Gomes, Philippa Hunter-Jones, Lisa O'Malley, Linda D. Peters, Chris Raddats, William RobinsonPurpose – The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity of B2B service interactions and discusses the value of outcomes-based measurement. Design/methodology/approach – This is a theoretical paper that reviews extant literature related to B2B customer experience and asks fresh questions regarding B2B customer experience at a more strategic network level. Findings – The paper offers a reconceptualisation of B2B customer experience, proposes a strategic customer experience management framework and outlines a future research agenda. Research limitations/implications – This paper is conceptual and seeks to raise questions surrounding the under-examined area of B2B customer experience. As a consequence, it has inevitable limitations resulting from the lack of empirical evidence to support the reconceptualisation. Practical implications – Existing measures of customer experience are problematic when applied in a B2B (services) context. Rather than adopting input- and output-based measures, widely used in a business-to-consumer (B2C) context, a B2B context requires a more strategic approach to capturing and managing customer experience. Focussing on strategically important issues should generate opportunities for value co-creation and are more likely to involve outcomes-based measures. Social implications – Improving the understanding of customer experience in a B2B context should allow organisations to design better services and consequently enhance the experiences of their employees, their customers and other connected actors. Originality/value – This paper critiques the current approach to measuring customer experience in a B2B context, drawing on contemporary ideas of value-in-use, outcomes-based measures and “Big Data” to offer potential solutions to the measurement problems identified.
History
School
- Business and Economics
Department
- Business
Published in
Academy of MarketingCitation
ZOLKIEWSKI, J. ... et al, 2017. Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31 (2), pp. 172-184.Publisher
© EmeraldVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2016-04-01Publication date
2017Notes
This paper was accepted for publication in the journal Journal of Services Marketing and the definitive published version is available at https://doi.org/10.1108/JSM-10-2016-0350 This paper was also presented at the Academy of Marketing Conference, Newcastle, UK, 4th-7th July 2016.ISSN
0887-6045Publisher version
Language
- en